B2B brands should invest in their employees to enhance customer experiences and increase profits

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 13, 2020, 12:27 PM UTC

A study found customer-centric brands that have a superior customer experience bring in 5.7 times more revenue than their competitors.

This piece argues brands should invest in their employees to improve customer experiences. A recent Harvard Business Review study revealed that when employees liked the cultural, technological and physical aspects of their workplace, they are more likely to stay long-term. Those companies also outperformed others in average revenue and profits.

Company executives should consistently prioritise customer insights and create an environment of service and accountability and ensure customer-centric orientation across departments. Leaders should further interact with their employees and count their opinion.

The author contends brands should enable cross-functional agility to address fast-changing and unpredictable customer needs. Companies should also ensure that human processes and policies, along with cross-functional partnerships, are in line with technology to improve CX.

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